In spite of sluggish gross sales of coloration cosmetics, make-up manufacturers are nonetheless dominating influencer advertising and marketing.New information from Tribe Dynamics, which tracks the highest manufacturers garnering earned media worth, reveals that the highest 10 up to now this 12 months are all targeted on make-up. Despite the proliferation of TikTok, Instagram and YouTube remained probably the most worthwhile channels.More from WWD“Video content material, on the whole, is massively necessary. That’s an space that we’re seeing influencers spend money on, manufacturers spend money on and shoppers reply to,” stated Brit McCorquodale, Tribe Dynamics‘ senior vice chairman of income. Instagram Stories have additionally develop into the next precedence for social entrepreneurs. “Instagram Stories have surpassed the entire quantity of grid content material, exponentially — most likely tenfold,” she stated.Here, the record of high 10 manufacturers ranked by EMV, and the highest influencers.1. ColourPop, $214,019,167, Amelia Morley.2. Anastasia Beverly Hills, $184,636,016, Thivi Baskar.3. Morphe, $184,616,353, James Charles.4. Benefit, $147,385,385, Angelica Torres.5. Huda Beauty, $132,933,974, Petra Miettinen.6. Fenty Beauty, $128,713,291, Nae Harrison.7. NYX Professional Makeup, $127,016,282, Mei Pang.8. MAC Cosmetics, $112,390,556, Bailey Sarian.9. Laura Mercier, $101,869,840, Vanessa Funes.10. NARS, $97,195,666, Lena Bagrowska.Source: Tribe DynamicsInterval: January 2021 to April 2021For extra from WWD.com, see:Tribe Dynamics Acquires eBenchFitch Downgrades Anastasia Beverly Hills, Predicts Sales; EBITDA Will DropWhat to Expect within the ‘Datafication’ of Sustainability In RetailSign up for WWD’s Newsletter. For the most recent information, observe us on Twitter, Facebook, and Instagram.
